Abstract
Purpose: Consumer perception of laptop users is a great concern for market analysts, user and sellers. The aim is to assess the important factors and major media of advertisements influencing the purchase decision of a particular laptop brand using descriptive statics. Design/Methodology/Approach: The study is based on scheduled survey of 120 laptop users. Cross tabulation, percentage, and Likert scale were used to describe the perception quantitatively. Findings/Result: The study also showed that people are less price sensitive, people hardly switch from one brand of laptop to another because of price. In case of unavailability of their most preferred brand of laptop, most of them wait for their preferred brand, and only few buys second preferred brand or any available brand. Only higher price doesn’t mean good quality to most of the costumers and they are also not comfortable in using the recent, not proven technology. Customers are also influenced by sales schemes and offer while purchasing laptop. Focuses on 15-45 years user group should be targeted. Originality/Value: It is survey research significant for laptop buyers and sellers of Nepal using the descriptive model. Paper Type: Descriptive survey research
Highlights
Consumer perception of laptop users is a great concern for market analysts, user and sellers
A study conducted by Sah and Mishra [2] regarding the laptop demand of Kathmandu valley shows the demand of different brands varies with different factors
This study basically focuses on the preferred brand of laptops by general consumers of Kathmandu valley
Summary
Marketing is all about giving evidence and confidence in a product or service by the seller to the buyer through cost-effectiveness and quality assurance to conformance of requirements with competitive advantages. Every organization wants to successfully market their product and desire for a greater extent of customer attraction and have strong customer loyalty towards their products. In this era of aggressive competition, successful marketing of its products requires a clear understanding of consumer’s needs, wants, preferences, etc. This study basically focuses on the preferred brand of laptops by general consumers of Kathmandu valley. It deals with analyzing the various aspects of the brand that affect the consumer’s behavior and their decision making. It tries to analyze the other external factors that affect the consumer’s decision making process
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